Dare-Mobi deviates from marketing theory

Dare-Mobi deviates from marketing theory

—The reason it still works, and its relationship to the 'Lost 30 Years'

'Dare-Mobi deviates from marketing theory.' This observation is not a criticism, but a
fact, and in fact, its greatest characteristic.

This is because Dare-Mobi, Dare-Spo, and Dare-Support are stepping into a domain where
the very 'prerequisites' for marketing to function do not exist.

Actually, the reason is very simple, and I can state it clearly.

This is neither a provocation nor an extreme argument.
It is a structural matter.

Marketing theory can only handle 'established markets'

What is marketing theory?
Simply put,

• demand already exists

• the customer profile can be articulated

• the price range can be estimated

• there are competitors

• there are success stories

It is a discipline that only functions when these five points are present.

Conversely,

• demand is not visualized

• the stakeholders themselves cannot articulate what they 'want'

• the entity paying the money is not necessarily the person themselves

• there is no object of comparison

• There is no success model

Under these conditions, marketing theory is useless.

Dare-Mobi stands in exactly this place.

For Dare-Mobi, it is not even decided who the "customer" is.

Who are the users of Dare-Mobi?

• The elderly

• People with disabilities

• Tourists

• Inbound travelers

• People who have returned their driver's licenses

• Families

• Local governments

• Medical and nursing care providers

• Local residents

The answer is "everyone," but in terms of marketing theory, "everyone" is
a sign of failure.

This is because the correct answer in marketing is to "narrow down your target."

However, Dare-Mobi is different.

Dare-Mobi is
designed on the premise of "not choosing any one person".

At this point, it completely deviates from existing theory.

Why can't it be marketed from the start?

Let's take it a step further.

The reason DareMobi, DareSpo, and DareSuppo cannot map out a perfect marketing strategy from the start is that
social issues are 'incomprehensible to those who have not experienced them'.

social issues are 'incomprehensible to those who have not experienced them'.

• The anxiety of being unable to go out

• The moment when moving becomes scary

• The fear of being a burden to others

• The fatigue of being self-conscious or reading the room

• The psychology of being unable to say 'help me'

These things
do not show up in surveys, data, or personas.

In other words,
it is a problem that precedes market research.

If it could be solved by theory, it would have been solved already.

Here, we come to the topic of the lost 30 years.

For the past 30 years, Japan has

• aging population

• regional decline

• rising medical costs

• the issue of returning driver's licenses

• uneven distribution of tourism

• the divide between welfare and the economy

It hasknown about these all along.

There is only one reason why it still couldn't be solved.

If,

• the mobility-impaired

• those with difficulty going out

• the disconnection from social participation

if there had been someone who could
make these viable through marketing theory,

• large corporations would have entered the market,

• it would have been rolled out nationwide,

• it would have become a national policy,

• and the lost 30 years would not have existed.

But the reality is different.

Dare-Mobi is premised on being "small."

Dare-Mobi will not grow large from the start.

• Profit margins are not high,

• it will not see explosive growth,

• efficiency is poor,

• it is time-consuming,

• and it requires people.

These, too, are "failure conditions" from a marketing perspective.

However, there is an important reversal here.

Niches are the strongest in social issues.

DareMobi is,

• something no one wants to do

• hard to generate numbers for

• difficult to explain

• takes time to build empathy

That is precisely why no competitors emerge.

And once it "takes root in a community," it is not easily replaced.

This is

• franchise

• platform

• large-scale investment

the exact opposite philosophy of.

Big business is not about "numbers" but "irreversibility."

What DareMobi is aiming for is not

• sales scale

• number of users

• national market share

.

What we are aiming for is

This irreversibility is

the
true big thing in social issue business.

Deviating from marketing theory is not a defeat

DareMobi
deviates from marketing theory.

But that is

• not because it is immature,

• not because it lacks strategy,

• and not because of a lack of study.

It is simply that we chose from the start a place where theory does not reach.

Conclusion: DareMobi is an "ideology-first business"

DareMobi, DareSpo, and DareSupport

• before creating demand,

• before defining the market,

• before solidifying a revenue model,

place "how society ought to be" first.

It is clumsy, roundabout, and inefficient.

But,

this is the only way to
end the continuation of the lost 30 years.

DareMobi does not
start with marketing.

That is precisely why
it remains in society.

📌 Main hashtags (philosophy/core)

#DareMobi
#DareSpo
#DareSuppo
#SocialIssueBusiness
#PhilosophyFirstBusiness
#LimitsOfMarketing

📌 Questions for Japanese society and structure

#Lost30Years
#StructuralProblemsOfJapan
#RealityOfRuralAreas
#AgingSociety
#TransportationVulnerable
#LicenseSurrenderIssue

📌 Business and economic context

#SmallBusiness
#NicheBusiness
#MisconceptionsOfBigBusiness
#ValueThatCannotBeMeasuredByNumbers
#StrategyOfNotCompeting

📌 Welfare, mobility, and coexistence

#SlowMobility
#OutingSupport
#InclusiveSociety
#CoexistentSociety
#CommunityBased

Partnership: We are looking for partners

DareMobi Project

Kitenretsu Kikaku
Representative: Kaoru Shirakawa
Certified Care Worker, Consultant, E-book Author, Planner
1-18-101-908 Kaminoi, Meito-ku, Nagoya
Inquiries
070-9045-7603
daremobility@gmail.com
www.daremobi.net
https://note.com/dare_mobility

For consultations on purchasing DareMobi

DareMobi No. 1 JOY Cart 398,000 yen

DareMobi No. 2 J+VISON 250,000 yen

*A certified care worker who understands mobility

#JOYCart
#JOYCartLightweight
#JOYCartCompact
#JOYCartFoldable
#IfYouBuyAJOYCartBuyItFromKitenretsuki
#JOYCartDareMobi
#J+VISON
#J+VISONLightweight
#J+VISONCompact
#J+VISONFoldable
#J+VISONDareMobi
#DokoMobi
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